This is the first version of the real time bidding protocol that provides support for native ads. Its impact is also likely to be most significantly felt on mobile, since mobile receives the large majority of native RTB impressions. Sharethrough played an integral role in building out the protocol and its VP of Product, Curt Larson, was included in an article explaining Open RTB2.3 earlier this month.

According to Larson:

Now that native has matured as a concept and the programmatic standard is finalized, there will be a tremendous acceleration of native investment overall and programmatic in particular, with programmatic ability a standard part of the equation for all major native platforms by 2016. Programmatic workarounds and non-standard workflows will soon be replaced by the official standard. One of the most immediate impacts of OpenRTB 2.3 will be felt on mobile. Mobile has the potential to receive the majority of native RTB impressions, due to the fact that supply often outstrips demand for native inventory on the mobile web.”

Meg Rahner
Writer
Meg is the PR Coordinator for CircleClick and a writer for MobileFOMO. She is from Erie, Pennsylvania and has a BA in Public Relations from Penn State University. She moved to San Francisco shortly after graduating in 2010 and loves life on the west coast. Since moving to SF, she has contracted for the Academy of Art University's Marketing team, LinkedIn's Recruiting Team, and is excited to be pursuing her passion for writing and PR in her current roles.
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